In October 2024, the 'More than Only Food & Drink' campaign hosted a successful four-day study trip to Greece and Bulgaria, targeting UK-based wine buyers, importers, and a specialist journalist. This initiative aimed to increase the visibility and market presence of EU wines from these regions while highlighting their quality, authenticity, and potential for the UK market.
Spotlight on regional excellence
The itinerary featured visits to five prominent wineries, spanning Greece’s Naoussa, Goumenissa, and Drama regions, and Bulgaria’s Struma Valley. Each visit showcased an impressive selection of PDO and PGI-labelled wines, introducing participants to the craftsmanship and heritage behind these labels.
Presentations by the Greek Wine Federation, Enterprise Greece, and the Bulgarian Association of Wine Professionals further underscored the potential of these regions. These sessions offered insights into production techniques, sustainability efforts, and market opportunities, enhancing participants’ understanding of the EU’s quality assurance schemes.
Building business opportunities
The trip’s professional participants, comprising representatives from wine retailers and wholesalers and wine bars, praised the experience for its depth of engagement and the opportunity to connect directly with producers.
The results speak for themselves: 100% of participants reported a positive shift in their view of Greek and Bulgarian wines, while 81% expressed a likelihood to stock, recommend, or import wines from these regions. In fact, over half of the participants have initiated discussions with producers for future collaborations.
A major takeaway was the enhanced understanding of EU quality labelling systems, with all attendees confirming a comprehensive grasp of PDO and PGI classifications. This knowledge empowers buyers and importers to better communicate the quality and provenance of these wines to UK consumers.
Wineries: A showcase of diversity
Highlights from the winery visits included VAENI Naoussa’s rich PDO wines, Ktima Pavlidis’s expertly crafted PGI selections, Villa Melnik’s exploration of indigenous varietals, and Orbelia Winery’s standout Sandanski Misket. Each visit showcased a unique expression of regional terroir and winemaking artistry.
This study trip represents a significant step forward in fostering stronger ties between EU producers and UK trade professionals, ultimately contributing to greater recognition and appreciation of European wines in the UK market.
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